Whilst browsing my Google Reader and hundreds of blog subscriptions today I came across this interesting article by Annie Wilson over at Poetic and Chic about the declining importance of catalogues.

“I feel like the printed catalog is becoming more and more of a waste, especially as companies are facing hard times. I know there are theories about the power of the catalog, etc, but does any of that hold up in a society driven more and more by ecommerce?”

I personally, though I receive hundreds of catalogues – never buy anything from catalogues – If I see anything I want I will go and buy it online. Why?
 

Advantages of E-Commerce over Catalogues

Security

I feel a lot safer using a trusted https site and paying through PayPal or Google Checkout when purchasing items. With the fasing out of cheques and an unwillingness to write out  bank details and send them through the post, E-commerce websites are a safer option for customers.

Speed

The most important aspect and advantage of E-Commerce sites is their speed. An order can be placed one day and received the next. Whereas with a catalogue – the order and payment must be sent off, the cheque has to clear and then shipping time. As consumers we enjoy the instantaneous confirmation and the excitement of buying with just a click of a button, therefore as companies – it is important for us to provide E-commerce options to entice buyers and provide a speedier service.

Higher Conversion Rate

This is linked to the speed and ease of using E-Commerce systems. A Customer is more likely to buy ‘on a whim’ or buy a product when it is easy to do so. Filling out a catalogue form, going to the post office takes time and effort – meaning the investment is often ‘too much of a hassle’. Customers are much more likely to buy a product to try out on the internet, or are much more likely to spend money when all that is required of them is one click.

This theory has sucessfully been played on by Amazon Prime. Subscribe to Amazon Prime for £47.97 a year to turn on ‘One-Click’ ordering. Whilst there are other benefits to amazon prime, they emphasise the idea of saving you the 10 minutes it would take you to place each order – for the measly subscription of £47.97.

Have you weighed up the pros and cons of E-Commerce for your business?

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